台灣速凍食品企業在中國大陸經營的關鍵成功因素探討—以L公司為例

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题名:	台灣速凍食品企業在中國大陸經營的關鍵成功因素探討—以L公司為例
作者:	王中樞;Chung-shu Wang
贡献者:	管理學院高階主管企管碩士班
关键词:	速凍食品產業;關鍵成功因素;行銷策略;Marketing Strategy;Key Success Factors;Frozen Prepared Foods
日期:	2012-06-13
上传时间:	2012-06-15 20:38:32 (UTC+8)
摘要:	人民生活水準提高是速凍食品市場需求不斷增加的重要原因。生活節奏的加快也將促使速凍食品需求的上升。高購買力人群的壯大，高端產品的需求增加，也是人們消費訴求提高的一個直接表現，消費者對於營養、風味的追求上升到了前所未有的高度，這在客觀上帶動了速凍食品行業的產品升級，使高端產品不斷湧現。在城市居住人口增加與居民收入水準上升的背景下，大陸速凍食品產業逐步普及並向高檔產品發展，市場需求呈現長期增長趨勢。超市開店數的增長和冷鏈體系的逐步完善，為速凍食品發展提供基礎，也將為行業發展提供新的空間。本研究主要的目的在探討龍鳳食品如何結合過去在台灣發展的經驗與外資的資源，發展出符合中國大陸環境的經營模式與行銷策略，得以在中國大陸的速凍食品市場中脫穎而出，更透過深入的分析找出個案公司的關鍵成功因素，以提供給同業擬訂策略之參考。本研究採用個案分析法，透過蒐集與彙整相關文獻資料及官方所公布之次級資料進行初步分析，並進一步針對個案公司之高階經營管理者進行深入訪談。根據研究結果本研究獲得三項關鍵成功因素。首先，個案公司優先進入大陸市場，創造市場未來機會。再者，個案公司所使用高價格市場定位與差異化行銷策略奏效。最後，個案公司藉由國際化銷售與多角化經營模式，創造出其獨特的競爭優勢，藉以持續穩定的發展，避免被競爭愈來愈激烈之產業環境所淘汰，進而邁向永續經營之目標。最後針對整體速凍食品產業獲得三項結論，第一是產業結構與市場進入門檻矛盾的問題，第二是產品單調與雷同並且過度低價競爭，第三則是以健康、方便與國際化為發展方向。綜合本研究針對個案公司的資源與能力、經營模式與關鍵成功因素等進行分析與探討，提出三項實務上之建議，首先是必需考慮競爭、原料、技術、政策和體制的影響，其次是業者需重視品質，進一步成就品牌，最後則是良好的人才培養，藉以創造企業永續發展的可能。In recent years, following the changing face of the market worldwide, Frozen Prepared Foods Industry is increasingly shifting the center of their development to Mainland China. Taiwanese firms in the same field face increasingly fierce competition, which in turn forces them to rapidly adapt to changing market structures. People's living standard increasingly cause Frozen Prepared Foods Market demand Rise. High purchasing power led to demand for products of high quality and makeing Frozen Prepared Foods upgrades. The Market demand presents a long-term growth trend in population increase and income levels rise. Excellent supermarket and logistics system are foundation of Frozen Prepared Foods. The main purpose of this study is to consider the operating environment and development trends of Frozen Prepared Foods Industry in Mainland China, and to analyze the operating models and marketing that the case firms have adopted to deal with the challenges brought on by changing trends in the business environmentalong with a summary of what factors have influenced the case firms’s successes, providing industry members with reference data for planning. The case analysis method is used in this study. We first conduct a preliminary analysis using information gathered from related data and official secondary records, and then engage in detailed discussion with upper management representatives from the case firms. Based on the results of our research we arrive at three conclusions. First, in order to cope with the Frozen Prepared Foods market's central focus shifting to Mainland China, the case firms took the lead in breaking into the Chinese market, gaining a great competitive advantage by seizing initiative in developing their firms in Mainland China and thus ensuring their position in this market. Next, the case firms successful adopted a high-priced market position and diversification mode. Last, the case firms successfully identified the strengths that led them to be successful, and were able to utilize them to continuously maintain steady development, keeping them relevant even in the constantly changing and fiercely competitive market. Finally, the Frozen Prepared Food industry at the following conclusions：The first is the industrial structure and market barriers to entry contradictory. The second is product monotonous identical and the excessive competition from cheap. The third is based on health, convenience, and the international development direction. Based on this research for the case company analysis we proposed three practical suggestions. Industry members necessary to consider the impact of competition, raw materials, technology, policy and institutional. Industry are required to pay attention to quality, further achievements of the brand.Good personnel training, in order to create the possibility of sustainable development.
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